Marketers can now better gauge the effectiveness of their advertising with a metric from Google that judges ad content by quality, relevance and diversity.

The biggest issue surrounding responsive search ads, responsive display ads, and Universal App campaigns has been a lack of reporting metrics, not relevance. Some 91% of mobile users have bought or plan to buy something after seeing an ad they described as relevant, according to Google data.

Relevance still plays a major role when it comes to targeting search ads, but Google on Monday introduced new insights and best practices that allow marketers to put metrics behind the relevance.

The ad strength metric gives marketers a barometer to measure whether the content in the ad ranges from “poor” to “excellent," and measures the relevance, quality and diversity of ad copy. Combined with actionable feedback, the new tool aims to make it easier to improve the effectiveness of ads.

Nearly 70 per cent of travel buyers say that enforcing policy is one of the most challenging aspects of their job, but new research also identified a large gap in traveler knowledge of policy when it comes to booking hotels.

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